Which brands are winning the global head-to-heads?

Adidas autumn/winter 2017 collection with supermodel Karlie KlossBeing the major player in a sector is no longer a guarantee of long-term success. It’s not always new entrants to the market that brands should be wary of, however.
Being the second-placed brand in any given category often gives businesses room to experiment and innovate in a way that might be difficult for the market leader.
And although they are of course growing from a smaller base, it is the challenger in